%0 Journal Article %A Homburg, Christian %A Alavi, Sascha %A Rajab, Thomas %A Wieseke, Jan %D 2018 %T The contingent roles of R&D–sales versus R&D–marketing cooperation in new-product development of business-to-business firms %U https://repository.lboro.ac.uk/articles/journal_contribution/The_contingent_roles_of_R_D_sales_versus_R_D_marketing_cooperation_in_new-product_development_of_business-to-business_firms/9503609 %2 https://repository.lboro.ac.uk/ndownloader/files/17130446 %K Sales %K Marketing research and development %K Cross-functional cooperation %K New-product development %K Business and Management not elsewhere classified %X © 2016 Elsevier B.V. This investigation explores the effectiveness of R & D–marketing cooperation as compared to R & D–sales cooperation for new-product development under different market and organizational circumstances in business-to-business settings. Using a cross-industry dyadic data set of 230 industrial firms, we show that the effects of R & D–marketing and R & D–sales cooperation on new-product advantage vary significantly, depending on the velocity of the market environment, company strategy, and R & D characteristics. Specifically, R & D–marketing cooperation exhibits a stronger association with new-product advantage if firms follow a cost leadership strategy, if R & D holds high power levels regarding new-product decisions, and if R & D collectivism is strongly pronounced. Conversely, R & D–sales cooperation exhibits a stronger effect on new-product advantage if technological turbulence is pronounced in the market, if the firm follows a differentiation strategy, and if R & D is influential in firm-wide budgeting decisions. These results may help firms decide which R & D cooperation type might be encouraged to maximize innovation success in a given situation. %I Loughborough University